Connecting worlds, creating networks.

Client: Ciutat Nova

User Research/Trends Analysis

Date: October 2015 – February 2016

Barcelona, Spain

Problem Definition.

Transform Ciutat Nova from a magazine into a social platform that aims to evolve social dialog and the coexistence between people, groups, and the entire society.

The goal of this project was to make Ciutat Nova an influential platform that can aid in the betterment of human beings and society at large. Specifically, we aimed to establish a model that other groups in the world can follow to improve their lives.

The evolution of a magazine into a social platform

Key research question.

How can Ciutat Nova evolve from a magazine designed just for a very specific target to a communication platform that aims to connect the whole society? It should be an inclusive tool that can be engaging even for people from different backgrounds as well as the actual target.

My role.

As a user researcher, I was in charge of creating, developing, and implementing all the activities to gather information from our client’s target audience so we could understand their needs and proposals e to improve our clients’ popularity.

Specific Actions.

Research for user’s behaviors, patterns, and their relationships
Look for consumption trends nowadays
Society’s Beliefs Evolution analysis

The outcome: A Trends report.

A trend is a collective agreement that implies behavioral changes or values in a big group. In the end phase of this project, we delivered a trend report with three main trends that influence the evolution of Ciutat Nova and their users:

Beyond Religion.

Human beings have evolved to think beyond religions and beliefs. Societies nowadays are much more dynamic than they used to be. Novelty, innovations, and creativity drive them. There’s a new vision of the relationship between humans and god.

A spiritual model that aims to be more flexible and creative, individual, and variable. A moral that is related to the personal inner world and aims to be more aware of feelings and sentiments than analytical thinking. It’s much more about who we indeed are than what we do.

Power of Community.

The Internet brings the opportunity to be connected to anyone in the world with an Internet connection. That’s how people make meaningful connections and organize with each other. Every day, people are more and more conscious about the importance of getting together as a group instead of being by themselves; together as a community, it is possible to go beyond that where we can get as individuals. The Internet makes it easy to connect with almost anyone we want.

There is currently a lot of momentum within communities around the world. Many changes are happening quickly, and it's important for companies, businesses, and institutions to understand that targeting people with similar interests can greatly increase their influence.